Social Media Advertising 101: Your Guide To Set Up, Spend, And Success On Any Social Media Channel
By: Sierra Unsworth | May 08, 2020
When it comes to digital advertising, the options are seemingly endless. Which platforms should you be running ads on? How much will you need to spend? How will you know if your ads were effective? Will you really see a return on investment?
At Aimtal, we run digital advertising campaigns, especially on social media channels, for all of our clients so we live and breathe in these platforms. We’re here to give you the low-down on which platforms you should use, how you can track ROI, and how much you should expect to spend when running your own advertising campaigns.
How To Choose The Right Digital Advertising Channels
Each social media channel varies in terms of audience, content, and format. While targeting your ads to specific audiences can help, you should still aim to choose the platform that your target audience is most likely to be active on, especially organically. By gauging these first, you’ll know where to invest your time and budget.
First Question: B2B or B2C?
At the end of the day, you should remember that social media platforms were designed for a specific audience and function in mind, with advertising capabilities added later on. If you are a B2B organization, you should consider running ads on platforms that are more business-focused like LinkedIn and Twitter. If you’re a B2C company, Facebook, Instagram, and even Twitter are strong choices for you. Pinterest is also a great option depending on your industry. Google and YouTube can be excellent platforms for both B2B and B2C companies!
While there are still many millennials and gen Xers using Facebook, this social media networks’ user base is continuously getting older. People ages 65 and up are the fastest-growing group on the platform, and fewer and fewer teens are opting to join. If your target audience is on the older side, this may be a good platform for you.
Instagram’s largest user group is millennials — people ages 25-34. The next most popular age groups of users are ages 18-24, so if you’re hoping to attract an audience on the younger side, Instagram is a great choice! Just make sure your ads are very visually-appealing, as Instagram is one of the most visual platforms available.
Gen Zers are the most likely to be using Twitter, however the median age of users on the platform is 40, so there’s definitely a wide range of users on this platform. Technology, business, and news have a strong presence on Twitter, so if your company relates to those categories, this could be a good platform for your business.
30 to 49-year-olds are the largest user group on LinkedIn, meaning you’re reaching people who are likely well-established in their careers. If you’re a B2B company looking to target senior to C-level professionals, LinkedIn is your best bet.
Video is quickly dominating the internet, and YouTube ads can be a great way to reach potential customers if you have the resources to produce video advertisements. Keep in mind that YouTube’s largest user group is 15 to 25 years old.
The options are truly endless on Google! While there aren’t a ton of public statistics on Google’s users, it’s fair to assume that basically any age range can be reached with Google ad—both text and display. Just be sure to use specific keywords relevant to your ad campaigns and industry so you don’t waste resources advertising to the wrong audience.
But First, Budget. How Much Should You Spend On Social Media Advertising?
If you’re running ads with the goal of driving clicks to your website or other owned corner of the internet, it’s important to note that the average cost per click (CPC) varies greatly between platforms. For this reason, you may want to allocate different budgets to different channels. The average CPC on each channel is:
- Facebook: $1.72
- Instagram: $0.83
- Twitter: $0.33
- LinkedIn: $5.26
- YouTube: $0.10-0.30
- Google (Search Network): $2.32
- Google (Display Network): less than $0.58
Our suggestion is to start small (around $50-100 per advertising campaign) and increase your budget as you begin to learn what works (and what doesn’t work) for your company and your target audience. It’s important to test different targeting, creatives, and more on each platform — just be sure to only test one variable at a time. What does this mean? Just make one change at a time like the caption or the target job titles of the ad. This is like a science experiment so if you change something in the advertising campaign then only change one thing so you can track if that change had a positive or negative effect on performance.
Ready To Dive Deeper?
There’s so much more to explore with paid advertising on social media. If you’re interested in learning more, download our fool-proof guide which covers the 10 Mistakes to Avoid When Launching Your Own Social Media Advertising.